Reborn Entrepreneurial Giant.

Chapter 419 Xiangyun Methodology

Xiangyun raised a large amount of money in A-shares and began to invest in offline channels. Lai Shixian may be path dependent and attaches great importance to the role of channels. He also adopts the traditional ordering model and produces a large number of products and sends them to stores, resulting in high inventory.

It’s not that the ordering model is lagging behind, it’s about analyzing the business operations and industry development. Anyway, He Xiangyun’s e-commerce-based model is not very compatible. Qu Li and others emphasized high turnover rates from the beginning, but now they are reversing course. Many people I have opinions on Lai Shixian.

Everyone will make mistakes. What is important is whether he can bear the responsibility, or whether the company can bear the cost of making mistakes. Not daring to make mistakes actually means not daring to take risks and not taking responsibility, which is unqualified for corporate management. .

Lai Shixian has been able to firmly implement the star strategy of offline channel expansion and brand co-operation in Xiangyun, which has achieved initial results, and the proportion of offline revenue has increased significantly.

Facing Qu Li's cross-examination, Lai Shixian carefully explained the purpose of his various measures. At first glance, it sounded reasonable and indeed met the current needs.

"You have ignored the changes in the industry. How many years has the domestic clothing retail industry maintained a rapid development of 25%? Is the industry cycle coming soon? There are so many new entrants in this industry, will the entire industry face a reshuffle? The key to victory What could it be?" Qu Li is no stranger to the clothing industry. He has witnessed the rise of Rongmei, Handu Yishe, Yinman, and Qigege, and he is even more aware of the outbreak of Shein.

If the entire clothing industry was in a state of oversupply in 2011, with an annual growth rate of 25%, then it quickly fell back to around 2011% after 10. The period from 2011 to 2018 is the era of traffic, and Internet traffic plus product strength are the keys to success.

Qu Li and Lai Shixian communicated for several days, starting from the consumption upgrading and transformation that the country is going through, to the fact that society is gradually showing an M-shaped classification, consumer demand differentiation has intensified, and the market has become "hot at both ends and cold in the middle", that is, Low-priced products with the ultimate cost-effectiveness, and high-priced products with brand culture and spiritual connotations.To put it more intuitively: The demand for cheap street stall goods and high-priced luxury goods is exploding.

Therefore, it is temporarily impossible for Xiangyun to imitate Uniqlo's basic model, including later Vancl Eslite. Later, with the blessing of Xiaomi, it made a model of single-product hit models, which was useful.After the epidemic is over, more than 1 million middle-class people will recognize the reality, and cost-effective basic brands should appear in China.

Under the guidance of this idea, consumers are more willing to pay for product differentiation, technological sense, and functionality, as well as extremely high spiritual additional attributes, such as lifestyle, emotional consensus, social responsibility, social expression, etc.

"So while we continue the star strategy, we can sponsor more niche and extreme sports, and develop outdoor brands..." This is Qu Li's routine, use niche products to establish a strong style, and use mass products to make money.

Lai Shixian agreed with Qu Li's views, listened to his opinions, and expressed his willingness to improve.Most successful people are able to listen to what is useful to them, or more pragmatic.Xiangyun is based on informatization, all store sales information is networked, and it has transformed from an ordering system to a distribution system. Direct sales and dealers are treated equally without distinction, and production is determined by sales. In the future, it will increase product forecasting capabilities and reduce channel pressure.In turn, it forces the foundry to carry out flexible production transformation...

Various changes involve corporate culture. For example, companies related to Quli are implementing the principle of non-discriminatory pricing, including Jumei’s own brand. In external publicity, Sun Moon Fenghua promised products for domestic sales and foreign exports. Maintained the same quality.

Therefore, although the casual retail price of Koala Food is high, the sales volume is very good and there are many repeat customers, including the milk powder that Feihe OEMs for Koala.

Non-discriminatory pricing was something that a former state-owned enterprise could not do. Qu Li did this and promoted it everywhere. It can be said that it is for the sake of brand image, or it can be said that it has other intentions.

Pricing is only one part of brand building. Xiangyun still has a lot to do, and it requires long-term persistence. Some things cannot be seen in the short term and are difficult to quantify, but they are indispensable. These are things that science and engineering men cannot understand. Domestic compound There are too few talents.

Although Qu Li also has an engineering background, he has been a "literati" in his life and likes to do some frivolous things.Anyway, no one can verify it, and there is no need for anyone to advocate or provide evidence.

After causing harm to Wan Xiangyun, Qu Li came to Fenghua International at the urging of Chen Danlin. He is mainly engaged in the women's clothing business and only has the Danlin brand. In addition to the e-commerce business, he originally had a physical store in Yangcheng. I don't know whether it is a loss or a profit. I couldn't figure it out clearly, so I closed it down.

The outside world has criticized the acquisition of Fenghua International by Qu Li and Chen Danlin. It is not that they took advantage of Jumei, but that the two brands on which they made their fortunes were split from Jumei. What does this mean?It shows that when Qu Li boasted on the central stage, he didn't even believe it, and he also wanted to fool others.

Some people think that Fanke Chen Nian is right. Jumei is no longer the Jumei it used to be. It has no soul. Well, what is the soul of Jumei?

The two of them came to the newly rented office building of Fenghua International to learn about the operational details of the Danlin brand. Well, in fact, they knew Danlin's situation very well. Chen Danlin was just unwilling to do so and felt that the company was not running well.

Qu Li also realized that it is too early to do fast fashion in one step. It is better to proceed slowly and steadily to increase the probability of success.So he talked about the methodology he talked about in Xiangyun and Lai Shixian.

After simplification, we can make differentiation and increase emotional resonance.

"Don't be so mysterious, tell me exactly how to do it." Chen Danlin, who was originally gentle and gentle, suddenly got angry, which caught Qu Li off guard, thinking that she was a pregnant woman...

"Insist on making high-quality products and reduce the requirements on style and speed. For example, first only launch 100 new models a month, add 100 new models every quarter, and ask Internet celebrities to endorse..." Qu Li summarized the method

100 new styles a month is only 1200 new styles a year. This speed is too slow. According to this plan, in 5 years, the average number of new styles will be 2000 new styles every month, and 2.4 new styles a year, which is higher than the 3 new styles of Handu Clothing House. Fewer, Shein launches 15 new models a year, so Qu Li’s request is not difficult to achieve.

"It can't be done. This can't be done." Liu Shulian directly rejected this outrageous request without the boss of the design department having to say anything.

Qu Li was a little surprised. Danlin had obviously decided on the fast fashion route when it was founded. What's going on now?He soon learned that no one took his words seriously. Fast fashion was still an anomaly at this time, and it was too difficult to implement.

"I'm not asking for your opinion. This must be done..." Qu Li once again realized that no matter how correct the strategic decision is, if it is not implemented in place, everything is empty talk.

"..." Liu Shulian's expression changed, and she finally did not dare to have an attack in front of Qu Li.